How To Stand Out In A Sea Of Qualified Competitors

August 23, 2011 by  Filed under: Marketing 

I was recently helping a client develop a website that would allow them to attract and connect with a steady stream of ideal clients. As part of the work, we were considering which of her best qualities we wanted to emphasize in her branding, so that we would be the first choice amongst many competitors. We imagined ourselves to be one of her ideal clients, and typed into Google various keyword phrases that we thought they might use to locate help for the challenges they routinely face.

This allowed us to look at many of her competitors and get a feel for what their strengths and weaknesses were, before we carefully chose her best position in the market.

And here is the point. One of the biggest problems marketers face these days is finding an effective way to stand out and get chosen amidst a virtual sea of qualified solution providers. If everyone is well-trained, has great experience, and provides good service, who do you choose?

Internet marketers have looked closely at this challenge, because anyone who markets online is not just competing with folks in their neighborhood, they are competing with every comparable solution provider in the world.

How do you effectively stand out in this sort of environment?

The answer is use your personality.

Generally speaking, when the features (qualifications, experience, offerings, etc.) are largely the same on a number of competing web sites, the one that has created the greatest authentic emotional connection with the potential client will attract more business.

When choosing who to work with, our thinking mind needs to see that the supplier is well qualified and experienced. However it is our limbic (emotional) mind that has the greater say, even if it is subconsciously.

So, if you are in a niche or market place with a lot of competition, in addition to carefully choosing your niche, your brand, describing the benefits, etc., be sure to share enough about you so your personality shines through.

Potential clients have to get a “feel” for you. You need to know why you are doing this work. Before they decide to work with (i.e. trust) you they need to know you are genuine and being open and honest with them. It seems most of us have a very well tuned sense as to whether someone is being authentic with us.

So when you describe yourself in any marketing material, don’t just list your qualifications and accomplishments. Share a little about who you are and why you do what you do. Where appropriate, tell them a story, make them laugh or feel.

To be real is to be human. To be human is to have a personality. To let your personality shine through takes courage and a willingness to be a little vulnerable.

It can be scary, but it is worth it.

Just remember no one can trust a generic, fake, one dimensional persona.

Steve Mitten CPCC, MCC, of ACOACH4U.COM was the 2005 President of the International Coach Federation, and 2007 Canadian Coach of The Year. He is a Master Certified Coach and an expert on human potential and change. Steve has helped thousands of leaders; entrepreneurs and independent professionals find the fastest and most enjoyable route to more meaningful success.

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